Connecting India to The Dalmore

For Craig Swindell, Global Dalmore Specialist and Chief Evangelist, whisky is more than just a drink—it’s a means of connection. It brings people together across cultures, generations and special moments. He is passionately working to connect Indian whisky lovers to The Dalmore. With rising disposable incomes driving an increased demand for luxury whisky, Craig believes the timing is perfect for The Dalmore’s growth in India.

India has undoubtedly become a crucial market for The Dalmore, experiencing significant doubledigit growth since its relaunch in 2019. The surge in demand for The Dalmore in India, alongside the broader growth of the single malt category, can be attributed to several factors. Rising disposable incomes and evolving consumer preferences for premium spirits play a major role. The expansion of e-commerce has also made it easier for consumers to access a wider range of brands and build their whisky repertoire.

“Additionally, an increased appetite for travel has led to a growing appreciation for the category, particularly through the global travel retail channel, where many consumers first encounter the brand,” says Craig. The growth curve of The Dalmore in India can be attributed to the fact that the modern whisky drinker is looking beyond basic tasting notes, asking technical questions and seeking a deeper understanding of the craft. According to Craig, the most meaningful conversations happen through storytelling.

“It is about connecting the whisky to its origins, its people and its purpose. With The Dalmore, that might mean exploring our exclusive partnerships with legendary bodegas or understanding how our distinctive stills shape the character of the spirit long before it reaches a cask,” Craig states.

The Dalmore’s Craftsmanship

There is also the fact that The Dalmore enjoys a reputation for exceptional quality. “At The Dalmore, our unbalanced, idiosyncratic setup of stills gives us a balance of heavier, robust flavours while the lighter, delicate notes in our spirit makes it perfectly suited for long, complex maturation, and that’s something we have spent generations refining,” says Craig.

The Mackenzie brothers, who took stewardship of the brand in the 19th century, pioneered multi-cask maturation—a practice that remains a cornerstone of The Dalmore’s approach today. Their deep knowledge of cask influence has been passed down through an unbroken chain of whisky makers since 1867. This expertise allows The Dalmore to work with a diverse range of casks, ensuring each whisky develops character and complexity at every stage of its journey .

The growing popularity has also got to do with The Dalmore having always stood for more than just whisky. “Storytelling, craftsmanship and exclusivity are not new trends for us. They are the foundation of everything we do. From our iconic Royal Stag emblem to the unbroken chain of whisky-makers since 1867, every detail reflects intent and legacy,” Craig says.

A Spirit of Connection

For Craig Swindell, whisky is more than just a drink—it’s a means of connection. It brings people together across cultures, generations and special moments. “There is something timeless about the way whisky invites us to slow down and savour life,” he reflects.

On a personal level, whisky has shaped Craig’s journey, taking him around the world and introducing him to some of the most inspiring people he knows. Working with The Dalmore has strengthened that connection even further. Every bottle carries intent, character and a story worth sharing.

The Dalmore expands its luxury legacy in India

The Dalmore, revered as an iconic luxury single malt, has firmly established its presence across key markets in India. Sumedh Singh Mandla, CEO of VBev, highlights the brand’s significant growth potential, citing a dynamic market shaped by a younger consumer base, the premiumisation of retail spaces, a more balanced shopper profile, and an increasing trend of consumers trading up.

“Through a focused approach on visibility and trials, VBev has implemented targeted strategies to engage diverse demographics. The Dalmore, in particular, is positioned for a more mature audience, offering a refined and sophisticated drinking experience,” he shares.

VBev’s portfolio from the house of Whyte & Mackay boasts an impressive lineup in India, featuring The Dalmore from the Highlands, Jura from the Isle of Jura, and Tamnavulin from Speyside in the domestic market. Additionally, Fettercairn is available in the travel retail sector.

From China to India

Craig, who spent over a decade in China advocating for whisky, brings valuable insights to The Dalmore’s India strategy. “My audiences quickly moved from curiosity to confidently exploring different styles and cask finishes,” he shares. In China, whisky evolved from being a prestige gift to something consumers genuinely enjoyed and wanted to understand. This shift, driven by education and exposure, is a model The Dalmore aims to replicate in India.

Another key trend Craig observed in China was the rise of the cocktail bar scene, where a new generation embraced whisky in bold and creative ways. India is now beginning to experience a similar transformation, with evolving consumption habits and a growing appreciation for whisky beyond traditional settings.

To cater to this shift, The Dalmore is working with select outlets to create bespoke offerings that enhance whisky discovery and appreciation. “Our strategy focuses on positioning The Dalmore at the apex of luxury spirits. This includes being available and discovered in the finest locations across India, including high-end hotels, restaurants, bars, and spirits stores,” Craig shares.